Karl-Heinz Müller, head of the Berlin trade show Bread & Butter, surprises the international fashion scene every season. The upcoming July 2014 edition is based on a new concept that focuses on the consumer, including a new website that addresses the end consumer.

Fashionistas will be curious about the next show, which goes under the motto “Ich bin ein Berliner”, taking place January 14 - 16 at Tempelhof fair ground. The biggest change on the previous edition is the absence of the Danish Bestseller Group, the largest exhibitor in July 2013. Bestseller Group will return to having its own tradeshow concept during Fashion Week Berlin. Last summer, Karl-Heinz Müller surprised the fashion community with an invitation to the Danish Bestseller group, who occupied a 6000sqm hangar. This season the hangar will be closed. G-Star, Superdry, Pepe Jeans and Adidas are also not exhibiting at the upcoming Bread & Butter.

For this edition, the fair is divided into the areas Urban Base, Urban Fashion, Urban Superior and L.O.C.K. and will host about 600 (not yet confirmed) brands. Visitors will find a new hall structure and look of Urban Base that integrates the segments Upper Street and Urban Fashion. The upcoming edition has 25 new entries including Dawn, Atelier Scotch, Brixtol, Ecco Leather Production, Shinola, Brandblack, Mr. Gugu, Warehouse Company Ltd, Simon & Mary, Fabrication Local and One Wolf. Bread & Butter welcomes back re-entries such as Bench, Sorel, Closed, PME Legend, Spiewak, Carhartt, Filson, Nigel Cabourn, Emu Australia and Saint Tropez.